The Drum Awards for Marketing - Extended Deadline

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By Natalie Mortimer, N/A

June 4, 2015 | 2 min read

Three has launched an advertising campaign starring a purple puppet as the mobile network aims to communicate its brand purpose and connect with consumers on a deeper level.

The ad continues to follow Three's 'silly stuff' marketing stance and introduces a new face in the form of Jackson, a purple puppet designed and created by The Muppets inventor Jim Henson’s Creature Shop.

A brand platform and multi-channel campaign, created with Wieden+Kennedy London, accompanies the Make it Right TV spot which informs viewers about Three's work to improve the mobile industy.

Tom Malleschitz, chief marketing officer at Three, commented: "We always strive to entertain people with our adverts, but with this campaign we had an ambition to connect on a deeper emotional level with our audience by communicating our why and brand purpose."

Supporting the main 90-second TV film are three 20-second TV spots, featuring Jackson speaking about features of Three's offering, which includes allowing customers to use their phone abroad at no extra cost in added destinations, offering 4G at no extra cost and being rated by YouGov as having the most reliable network.

The campaign follows on from last year’s Sing It Kitty ad which was a viral hit.

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